Stop creating new content and do these things instead

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With so much bad content being created today there’s a huge opportunity for you to create the best content on the Internet for your specific topics.

So, instead of churning out new content all the time, Chris explores the opportunities for getting the most out of the content you already have.

Chris shares with you why we need to be thinking like this, what to do, and how to do it.

Any questions, email Chris at


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Full Transcription:

Hey, welcome to the Content Marketing Podcast. Good to be here today. Hope you’re having a good day so far.

We’re just gonna get stuck right in, that’s what we like to do here on this podcast, right? No messing around.

I have been reading, as I do, I’ve done for years, reading a lot of content. And I tell you, a lot of it is really bad, right? Really poor, poor level, surface level, kind of click-baity, trying to drive traffic type of content, right? It’s not the type of content that we’re really interested in teaching here at CMA or really interested in even creating here at CMA. We wanna create the best content for your audience.

So we’re gonna talk a little bit about what you can do to create the best content for your business and your audience. And if you’ve been listening to this podcast for a while, you’ll know how important aligning content marketing with sales is, right? So we’re gonna get stuck into this and I want to share with you some tips and advice, some things that you can look into to strengthen the content you already have and essentially, I want you to do all of this stuff that I’ll talk about today before you create any new content, okay? So this is the stuff.

If you’ve been creating content for while, you should be really looking at these opportunities, right? Content marketing has to be aligned with sales, right? It should be about creating content that drives in prospective customers, builds trust … they fill in a forum, they subscribe, they make an inquiry, they become a customer, right? That’s what we’re gonna be looking for. It’s creating content. It helps to drive in a relevant audience. Otherwise, what are we doing, right?

What are we doing? If we’re just creating content for the sake of it, then I feel like you’re wasting your time. Unless you’ve covered all the bases, right? Which is highly unlikely.

So there’s a couple of challenges that I come up against when we’re talking about a little bit more into the sort of immediate intermediate sort of place in content marketing, is that people are creating content blindly. In other words, they don’t want to look at the numbers, they’re not really interested in search engine optimization or page ranking. They’re just happy writing. But then they start to wonder why it’s not working. They put a lot of time and effort into creating articles and content for their website, but it isn’t driving qualified leads into their business.

Secondly, we have this issue where people aren’t measuring anything, right? They’re not. They’re doing all this marketing, but they’re not measuring anything. They’ve got no understanding of Google Analytics. There’s something that’s like, a block. It’s blocking them from wanting to look at the numbers. They’re like, “I’m not a numbers person. I’m not interested in looking at reports.” Well, I hate to say it, but the sort of bad news here is that you haven’t got a choice. You have to be looking at these numbers, especially if you’re putting a lot of time and effort into it, which we’ll talk about in a second.

This comes back to simply not understanding the true power of content and what it is capable of achieving for your business. And that’s just the reality. I think when you start to get into content marketing more and more, you start to appreciate the value that it adds to your business, and therefore you start to really give it the attention that it needs.

So I’m not saying, in this podcast episode, that you need to be an SEO expert, but if you’re putting time and effort into content marketing and you really want to give it the best chance of success, you absolutely have to and need to understand how to measure it. Otherwise, you really aren’t doing content marketing effectively. You’re creating content, but you’re missing the marketing part of it.

Like, keyword research and SEO are far easier than you might think they are. You don’t have to start with big enterprise tools. It doesn’t have to be complicated, but marketing is the most important part when we talk about content marketing. If you split that up, just split the two words, “content” and “marketing”, and split them up into two, the marketing part is the part that matters, as it always has been.

Marketing is about helping people to find you. Helping people find your content when they’ve never heard of you before. So without the marketing part, well, all we’ve got is content. And that’s nice and everything, and it might be fun. It might be some of the best content you’ve ever written, but without applying the marketing part, people aren’t going to find it. And that’s why we get people that get lots of traffic to the website when they publish, but they get very organic traffic over time. And that means that they’re not applying the rules of the game, right? They’re not understanding why they need to think about something about search engine optimization or thinking about how they can optimise their content for people looking for them when they’ve never heard of them before.

So content without the marketing isn’t content marketing. So we need to think about this, right? So instead of, like, building a case for this, I’m gonna share with you some things that you can actually do to get the most from your content, right? So, I do get people saying to me that they’re writing content, that they’re creating lots of content, but they aren’t getting any customers. And the reality is is they just haven’t taken this next step, this … they haven’t levelled up from writing good content to thinking about search engine optimization and visual marketing.

So whether you like it or not, if you wanna get better at this stuff and you want to improve, you are gonna have to take … you’re gonna step up, take a deeper dive into this stuff.

And we do have to get comfortable with the numbers.

Not measuring your efforts is insane. Just look at all the stuff you measure in your life. Anything that’s successful in your life, you measure it. From time, to money, your weight. And even if you’re wanting to bake a cake correctly, you have to measure the ingredients, right? It’s a … and sort of measure that whole cooking process. It’s the same with anything, right? You have to measure it to get the success. And if you’re putting all that time and effort into something like content marketing, absolutely need to be measuring it. And just because you don’t like it, doesn’t give you an excuse not to do it, okay?

So I want you to be encouraged to do that.

So what I would say to you is, see when you actually start diving into the numbers and looking at things like page rankings and keyword opportunities and looking at all the other numbers like traffic and pages viewed per visit and all of that stuff, soon as you start looking at it, you start to get excited about the opportunity you have to create the best resource on the internet for what it is that you do.

So you are gonna need something like Google Analytics to get into this and maybe you’ll need a keyword tool as well. You don’t absolutely have a keyword tool. I use Keyword Finder at the moment, or some other tool. There’s loads of tools out there. But you do need to have some tools, Google Analytics being the very basic of tools.
So this is ideal for you if you want to get as much from your content as possible. This is what we teach and help people to do everyday in CMA membership. If you wanna level up and you wanna know more about this stuff, you can email me, That’s and we can discuss how we can help you day-to-day with this stuff.

So let’s get stuck in. I’ve got a few tips here for you, so … first of all, what you wanna do is you wanna dive into Google Analytics and you wanna take it down a couple levels to find the most popular pages on your website, firstly. And secondly, the most popular landing pages on your website. So when you look at your most popular pages, what you’re looking at is the highest amount of traffic that’s going to these pages, right? So maybe the top five pages are commanding, say, 90% of your traffic. You wanna make sure that those pages are in tip-top condition. It’s probably gonna be your homepage, your about page, your contact page, maybe your main services page, those are the probably your most popular pages. If you’re big into content marketing and you’re creating a lot of content, say blog content, then maybe there’ll be a few blogs on those in that top 10 as well.

So you wanna make sure the copy’s great, it’s easy to read the pages well, the pages are well laid out, there’s good calls to action in there. We’ll talk a little bit more about these in a second. And then you also want to dive into your top landing pages. Now, this is definitely top pages. Top pages are your most popular pages on your whole website. Your top landing pages are the first page that someone lands on when they visit your website. I think these are more important pages because … well, you have to consider not everybody is going to visit your homepage, for example, first. Especially if you’re creating lots of blog content, they’ll be visiting your blogs first.

So these are landing pages. Again, you wanna make sure that these pages are in tip-top condition, that they’ve been … that you’ve optimised them for a good experience, a good first experience on your website. But you wanna look at things like the average time that people spend on your website when they land on this page. The number of pages that they visit per session, when they visit that webpage and any other actions. And what I would do … well, I mean by other actions, by the way, is like subscribers or subscriptions or downloads or maybe filling in a form. It might not be that they go to the second page. They actually do some sort of other action.

But we’ll go on to look at as those landing pages. We wanna be optimising them for experience as well on your website. Especially if it’s the first experience. So look at those pages. I would pick out your top five pages and your top five blogs that are the most popular on your website. You wanna start optimising them for something like a second page view or some sort of call to action. This is where your most of your traffic is heading to, so it has to be the best experience for them, right? Remember, they wanna find what they’re looking for quickly. You wanna give them the best experience you can and you want them to stay on your website as well.

So adding things like links to relevant content in those pages is good, calls to action, download subscriptions, things like that on those pages are key. That’s where most of your traffic is heading to first are your most popular pages, okay? Hope that makes sense, right? You’re gonna take a deep dive into … in fact, you’re not really taking a deep dive into Google Analytics, to be honest, you’re going two or three levels deep into Google Analytics, which is really surface level. This is should be really easy for you to find. And you should be checking it regularly, just to kind of get up to speed and understand what people are doing on your website. How are they getting there? What are the most popular pages?

The second thing you wanna do is you want to start using a keyword tool or find out what search queries you are ranking for. And this second piece I think is really, really great. This is about finding out what content you’re almost ranking on page one for. So you’re looking at possessions of ranking. Search engine result page possessions 11, 12, and 13, right? The top of page two on Google. So you want to see what search queries you’re ranking for in those possessions. Now, you can do this using Google Search Console. Right? You can do it in Google Analytics if you’ve got Search Console linked up. So you wanna find a report for that. Or you can use a keyword tool, for example. And we use Keyword Finder, but you’ve got other things like SEMrush and there’s loads of other tools out there as well.

You wanna find this information, right? What search queries is your website and your content being ranked for that’s in possession 11, 12, and 13? And is it possible that you, with some tweaks, could strengthen that content so that it could appear on page one instead? Now, when you start to get into this, you will probably find a lot of great opportunities for keyword phrases that your ranking for that’s at the top of page two, and it can inform you what content to create to allow you to move onto page one for those search queries.

Now, across the boards with your best content, you want to be doing these following things to improve it, right? So, in general, you wanna make this, these pages, these articles, these blog articles the best article on the internet for this topic. So the first thing I’m gonna advise you to do is try searching for your article, but imagine that you are a prospective customer … think about what they would actually search. You might wanna do a couple of different searches on this. And very specifically, search as if they’ve never heard of you before, okay? That’s important. Be as objective as you can.

What other articles are on Google on page one and two on Google? What are they ranking for? What are their titles? What kind of content? Look at the content. How does it compare to yours? Is it better? Is it deeper? Or is it really surface-level and you could do a far better job of that content, right? In the main, what we find is that there is massive opportunity there that you can do … that you should be able to do a far better job than your competition. So have a look at what else is out there and see what gaps and opportunities are for you. So once you search and find, you can see what the landscape looks like.

Now, when you’re doing that, look at the predicted Google search. You how it pops up? Google pops up and predicts what you’re searching for? What are the other sort of related keyword phrases, keywords that are being used in that search? And are you using them in your article? This is a great place to look for related keyword searches. Phrases, sorry. Note these down, and also scroll to the bottom of page one and you’ll also see 10 other related searches. Take in all of them as well.

Now, what you can start to do is use a keyword tool, and you can see what keyword phrases are the easiest to rank for, what has the best search volumes, search traffic. But also what you wanna do is start to drip those keyword phrases into your content. So instead of … this is kind of instead of trying to rank for a single keyword phrase, you’re actually trying to rank for a topic as a whole. So, for example, you might have, like, “How much does it cost to run a conference?” “What is the average costs of running a conference?” So there’s other keyword phrases, like “average cost”, “how much does it cost”, “conference”, “live event”. And what you can start to do is put those keyword phrases and drip them through your articles. Instead of just using one keyword phrase, you’re using multiple variationsof that phrase in key places, which we’ll talk to you in a second about.

Basically what I’m saying here is, you’re looking at this top performing content you have on your website and you’re want to strengthen it. So it’s the best example on the internet for that topic or that keyword phrase or that … basically that topic that you want to rank for. So make them better for the reader. Make it a better experience for them, but make it better for Google as well, so it understands what it is that you’re trying to rank for, be found for.

So look at the following elements: Look at titles and subtitles, right? The title of the article is important, but also the subtitles that you use throughout your article. We typically find this is a really great opportunity for most people to fill, as they’re missing out on subtitles and they’re not putting keyword phrases into those subtitles, either. And it’s really important that you do that. It’s not just for the reader, you know, to skim through and structure your blog better for the reader, a better reader experience. It’s really good for Google as well.

So, use titles and subtitles in a smart way using what we’ve called semantic keyword phrases, right? Other related keyword phrases, right? You wanna look at the depth of the content as well. It’s not necessarily the length, but the depth. Could you add more in to make it more useful? Perhaps cover the topic at a deeper, more meaningful, more helpful level for the reader? Adding links in to related content on your website and adding other voices in as well, that could be other links to other resources online that you really think are great, but you could also interview a few people or ask people to comment on that topic and then put those authoritative voices into your content. Drip it in. Perhaps put in more images, or a video that complements it as well. So how deep could you go? Could you make it the best article online for that topic? Look at how you can truly do the best job you can instead of just a surface-level content. Try and make it the best.

And then what you want to do, is once you’ve made some of these tweaks and these improvements, and you wanna keep measuring, keep improving that content as well. So if you can take a note or at least annotate your analytics to sort of measure where you are, right now. So take a note of it in some way, shape, or form. Take a note of what your findings are and then measure those rankings over time to see how they improve and how that develops for you.

And I think, coming back to my original point, which is that I do read and collate and share a whole bunch of content and a lot of it is really poor. We can all do a better job of coming back to my podcast and my last podcast episode. We can all, as marketers, as business people, as entrepreneurs, we can do better, right? There is so room for better content.

And I hope that this has been helpful for you. If you’ve got any questions about anything that’s difficult to cover, all of that in a podcast … but I hope that’s kind of at least given you some ideas, some sort of thoughts that you can go away and actually try some of this stuff. Like I said, if you’ve got any questions, email me. My email is

Just wanted to spark some though with you today, maybe get you thinking about, you know, some of the opportunities you haven’t thought about yet, and looking, you know, really specifically looking at the work that you’ve already done. That’s kinda like your low-hanging fruit, right? Go back and actually strengthen and improve the content that you already have and do that before you really concentrate on creating any new content. And I think you’ll find that there’ll be a lot of opportunity there for you, and some quick ones.

Have an amazing day, and don’t forget to be awesome.